Research Handbooks in Business and Management series
Edited by Shintaro Okazaki
Chapter 1: Best Practices for Cross-Cultural Advertising Research: Are the Rules Being Followed?
Charles R. Taylor and C. Luke Bowen INTRODUCTION Over the years it has been observed that the body of research on international advertising has faced some limitations based on the relatively limited use of advanced theories, study designs and analytical techniques (Miracle 1984; Moriarty and Duncan 1991; Zinkhan 1994; Taylor 2002, 2005). While this does not suggest that significant strides have not been made in better understanding global advertising, it does suggest a need for researchers interested in this topic to be attentive to such issues. Moreover, a recent article by Ford, Mueller and Taylor (2010) is evocative of progress being made on some key issues in international advertising research. The primary purpose of this chapter is to outline several suggestions or guidelines for conducting effective cross-cultural advertising research. An additional goal is to examine whether such guidelines have been followed over the past five years in research conducted in leading marketing and advertising journals. To this end, a content analysis of studies is conducted. The chapter’s scope is limited to cross-cultural studies that have focused on an issue related to advertising and promotion. Thus, to be included in the content analysis, a study must collect and report data from at least two countries. Individual country studies are not included in the analysis. The next section of the chapter will focus on identifying some key guidelines for cross-cultural advertising researchers. It should be noted at the outset that the goal of the content analysis is to assess the collective adherence...
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